ABSTRACT
Chapter 3 examines the hierarchy of reviews by describing findings from 23 interviews with Yelp Elite Squad (YES) members from around the world. The chapter begins by discussing hierarchy on TPRS, such as which reviews are prioritized, most trusted, or promoted. The chapter introduces YES and the group’s impact before describing five discourses that emerged from one-on-one interviews with members of the program: (1) YES reviews help shape better organizational practices and customer relations, (2) YES members create communities based on experience, (3) YES members struggle to balance experience and credibility, (4) YES power and responsibility, and (5) YES members and public relations practice. Each discourse relates to neoliberal public relations, the review economy, and reputation management. The conclusions provide recommendations for organizations looking to work with YES members.
